by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

Table of Contents
Introduction

3

Is your podcast worth talking about?

4

Is your podcast syntactically correct?

5

Can you ďŹ nd your podcast easily?

6

Can you subscribe to the podcast easily?

7

Is there a free sample?

8

Are you marketing where your audience is?

9

Are you reminding people to share?

11

Are you measuring your success?

12

About the Author

13

by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

Introduction
This guide was assembled in preparation for a briefing I did with the US Department of Health and Human Services, in
concert with the CDC, NIH, HRSA, and a few other federal agencies. As my tax dollars go to pay for their new media
efforts, I figured I'd post up a few recipes for podcast marketing here to help them get the most bang for my bucks.
I’ll be using the Financial Aid Podcast as the example for the duration
of this guide. To see the site in its full glory, visit:
http://www.FinancialAidPodcast.com
There’s a lot more to podcast marketing and marketing in general than
this short little eBook guide can offer. This guide is intended only to
give you a broad overview of some of the basics of podcast marketing.
I’m intentionally giving a miss to more complex marketing topics such
as affiliate marketing, viral marketing, etc. because the basics need to
be in place before you can do anything else.
This guide also assumes that you have a podcast, that you’ve already
created at least one episode, and that you have a web site & blog to
support your podcast.
Ready to get started?

Cover Photo Credit: CC Chapman
by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

Is your podcast worth talking about?
Nothing can replace great content. No amount of marketing will improve your content,
and if your content stinks, it doesn’t matter what you do to market it, because you’ll lose
people just as fast as you gain them.
Your content has to be compelling, unique, and remarkable or nothing else matters.
In the words of marketing guru Seth Godin, your content has to be worth talking about,
worth sharing, worth spreading or your marketing will be for naught.
Resources that will help:
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by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

Is your podcast syntactically correct?
More podcasts are killed, broken, or otherwise unusable by bad RSS feeds. If you're
producing a podcast, use Feedburner. Feedburner will automatically clean up your
podcastâ&#x20AC;&#x2122;s RSS feed, make minor corrections, and alert you to major corrections that
need to be made for it to be accepted by most podcast listening software.
You can use your own brand, URLs, and everything with Feedburner so that if you
choose one day to leave them, you don't strand your subscribers, but Feedburner is
the bee's knees for podcast feeds. I recommend the options shown to the right for
Feedburnerâ&#x20AC;&#x2122;s services.
On the web:
http://www.Feedburner.com
Feedburner is free to use.

by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

Can you ﬁnd your podcast easily?
A podcast is not text or a document, so the usual rules for publishing text don’t apply - you can’t rely on Google to index
your podcast audio and video files to make them findable in search results the way you can with a regular web page.
Thus, make your podcast obvious on your web site. How obvious? Painfully obvious. If you have the ability and option
to do so, dedicate an entire web site just to your podcast so that it’s free from the distraction of other content that your
organization, company, or agency wants to promote.
Consider buying a domain name that reflects the nature of the web site, such as FinancialAidPodcast.com.
FinancialAidPodcast.com is a clear, unambiguous name that tells you exactly what the site is about.
Make your podcast the only featured item on the site. Compare and contrast:

Podcast

by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

Can you subscribe to the podcast easily?
Not everyone knows what an RSS feed is, or what it does. Not everyone uses
iTunes to watch/listen to podcasts. There are still plenty of folks whose
interactions online are confined to browsing web pages and reading email. To
get the most number of people to enjoy your podcast, provide as many options
as practical for them to get your podcast.
Offer your podcast through iTunes, through Google Reader, with straight RSS
for the tech-savvy, and by email for those who want to use their email software
or service to be notified about new shows.
Feedburner, mentioned in the first section, offers a subscribe by email option
that you can offer your audience.
As much as possible, work to ensure that subscribing to your podcast is as
close to one click as possible. Do all the hard work on the back end, on the
server, so that your audience has to do as little work as possible.

by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

Is there a free sample?
Even with the multitude of options for subscribing to podcasts, not
everyone will choose to subscribe. The best way to ensure that as many
casual visitors to your web site subscribe as possible is to make each
episode downloadable and consumable right on your web site.
Once a potential audience member visits an episodeâ&#x20AC;&#x2122;s page, they
should see immediately obvious ways to LISTEN NOW or WATCH
NOW with nothing to install or subscribe to. Immediate gratification
and fulfillment helps greatly to get someone to commit to being a
subscriber.
Give your audience members detailed show notes for each episode.
This will help those who are skimming the web to quickly look at the
content of your show and determine if itâ&#x20AC;&#x2122;s right for them, and will also
give Google a chance to read your site and make it findable in their
catalog.
Audio and video plugins exist to make your show literally one click away from a listen or a view.

by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

Are you marketing where your audience is?
Build it and they will come doesn’t work any more in social media. There are just too many channels, too many options
for someone to randomly stumble on your podcast. Today, marketing your podcast is about finding out who your
audience is, where they congregate online, and letting them know about your show.
Start by doing a “buyer persona”. Develop an idea of who is in your current audience and who you want to attract to
your podcast. For your existing audience, ask them questions on surveys and polls to gather as much demographic data
as possible. Create a composite profile or profiles of your audience, current or desired.
For example, the Financial Aid Podcast has a Grey Zone Student persona as one of its audience types.
This is the college student or college-bound student who comes from a middle income family in
suburban America. This student is between 17-21 years of age, from a household with a median income
of $50,000, and is too “rich” to qualify for financial aid that’s purely need-based, but not “rich” enough
to pay for college out of pocket.
The Grey Zone Student typically is academically above average, qualifies for a number of scholarships, but may not get
them because they don’t know that those scholarships exist. The role of the Financial Aid Podcast in the Grey Zone
Student’s life is to help build awareness of scholarships and grants, and provide student lending options to meet the cost
of education. Grey Zone Students typically are involved in both MySpace and Facebook as online communities, with a
leaning towards Facebook.
Knowing all of this from surveys, from analyzing existing mailing lists, and from anecdotal comments, if I want to
increase the number of Grey Zone Students who listen to my show, I can use existing marketing tools to narrowly focus
on them.
On the next page you’ll see an example of demographic targeting on MySpace and Facebook to find “friends” for the
Financial Aid Podcast who fit the Grey Zone Student persona, the starting point for social media marketing.
by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

Are you reminding people to share?
One of the easiest ways to attract new audience members to your show is to ask your existing audience to tell a friend
about the show. Take the time in every episode to remind your audience of your web site and ask them to recommend the
show to a friend or two. Encourage them to help their less tech-savvy friends get set up with iTunes, Google Reader, or
the software/service of your choice.
Give people tools to share your show, such as
graphics, text links, widgets, and other options.
Word of mouth is one of the best means of
marketing your podcast, but you must be vigilant
and persistent in telling people what you want
them to do and making it as easy as possible for
them to do so.

by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

Are you measuring your success?
Without a metric for understanding your progress, you won’t know
what marketing efforts are working or not working. Statistics for
measuring podcasts can vary wildly, from visits to a web site to
downloads of an episode to non-media metrics.
Whatever statistic you choose to measure on, it’s more important to
pay attention to trends than any individual, discrete data point. If
you choose, for example, Feedburner subscriber numbers, are your
numbers in a 30 day period going up on average or down? If you
choose downloads, are episodes being downloaded more or less in a
90 day period? If you choose web site traffic, do you have more or fewer visitors over the last 30 days?
As much as possible, try to focus on a metric that involves some form of commitment from the audience, whether it’s
signing up for a mailing list or newsletter, buying a DVD, taking out a student loan, volunteering at an event, or whatever
fits your business or organizational equivalent of a “sale” or “conversion”.
Resources:
http://www.Feedburner.com
http://www.Google.com/analytics
http://www.LibSyn.com

by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.

The 8 Step Guide to Podcast Marketing Basics

About the Author
A visionary in new media with an intuitive sense for how marketing and
community outreach should be done, Christopher S. Penn is the Chief
Technology Officer of the Student Loan Network, founder and producer of the
multi-award winning Financial Aid Podcast internet radio show, co-founder of
the groundbreaking PodCamp New Media Community unConference, and cohost of the Marketing Over Coffee marketing podcast.
Mr. Penn has been called upon for expert information by researchers for the
Congressional Advisory Committee on Student Financial Aid, the Federal
Bureau of Investigation, and the US Department of Education, as well as
having been highly sought after for conferences and private intensive
seminars.
Mr. Penn has spoken before diverse audiences ranging from executives of
major venture capital firms, to state Departments of Education heads, to
aspiring college students looking to make their mark on the world. He travels
around the world to present on new media topics, from Stockholm to Boston.
Mr. Penn has also been featured in many books, newspapers such as the Wall Street Journal, Washington Post, and the
New York Times, magazines such as BusinessWeek and US News & World Report, television, and publications for his
leadership in new media and financial services.
http://www.ChristopherSPenn.com
http://www.FinancialAidPodcast.com
http://www.MarketingOverCoffee.com
http://www.PodCamp.org

As seen in:

by Christopher S. Penn. Learn more at www.ChristopherSPenn.com on the web.